DBL2507_LDP_MODAL_ON_SRP - GAM Experiment Report

📋 Executive Summary

Analysis based on 1182 placements

Key Findings

Hypothesis: IF we load an LDP as a modal on top of the SRP THEN users will view more LDPs MEASURED BY page views Because Users have less visual friction to looking at more LDPs because of the SRP cards in the background. Other metrics must be tested as guardrails: uEFR (Leads, Media)

Variant Result: 4.3% drop in CTR. Revenue impact: $11,284. Statistically significant.

Variant2 Result: 4.5% drop in CTR. Revenue impact: $5,922. Statistically significant.

Control CTR

0.054%

188,558,698 impressions

Variant CTR Lift

-4.3%

182,710,400 impressions

Variant Revenue Impact

$-11,284

✓ Significant

Variant2 CTR Lift

-4.5%

184,306,733 impressions

Variant2 Revenue Impact

$-5,922

✓ Significant

Placement Summary - All Variants

Placement	Control Rev	Variant Rev	Variant Impact	Variant Lift %	Variant2 Rev	Variant2 Impact	Variant2 Lift %
LB1 > ALL > ALL > ALL > ALL [ALL]	$45,747	$47,794	$+2,047	+4.5%	$48,386	$+2,640	+5.8%
INLINE1 > ALL > ALL > ALL > ALL [ALL]	$29,866	$26,339	$-3,527	-11.8%	$26,308	$-3,557	-11.9%
TILE1 (PAID ONLY) > ALL > ALL > ALL > ALL [ALL]	$35,026	$33,227	$-1,799	-5.1%	$33,347	$-1,678	-4.8%
TILE2 > ALL > ALL > ALL > ALL [ALL]	$20,371	$18,498	$-1,873	-9.2%	$18,602	$-1,769	-8.7%
TILE3 > ALL > ALL > ALL > ALL [ALL]	$19,393	$17,980	$-1,413	-7.3%	$18,062	$-1,330	-6.9%

📊 Detailed Placement Analysis (5 Selected Placements)

📍 LB1 > ALL > ALL > ALL > ALL [ALL]

LB1 > ALL > ALL > ALL > ALL [ALL]

Placement: LB1 > ALL > ALL > ALL > ALL [ALL]

Metric	Control	Variant	Variant Lift %	Variant2	Variant2 Lift %
Impressions	23,167,023	24,475,281	+5.6%	24,737,490	+6.8%
Clicks	5,276	4,811	-8.8%	5,360	+1.6%
CTR	0.023%	0.020%	-13.7%	0.022%	-4.9%
Revenue	$45,747	$47,794	+4.5%	$48,386	+5.8%
CPM	$1.97	$1.95	-1.1%	$1.96	-0.9%
Viewability	72.9%	69.7%	-4.4%	73.0%	+0.1%

Daily Performance Trends

📍 INLINE1 > ALL > ALL > ALL > ALL [ALL]

INLINE1 > ALL > ALL > ALL > ALL [ALL]

Placement: INLINE1 > ALL > ALL > ALL > ALL [ALL]

Metric	Control	Variant	Variant Lift %	Variant2	Variant2 Lift %
Impressions	7,215,245	6,284,363	-12.9%	6,278,857	-13.0%
Clicks	3,665	3,889	+6.1%	3,971	+8.3%
CTR	0.051%	0.062%	+21.8%	0.063%	+24.5%
Revenue	$29,866	$26,339	-11.8%	$26,308	-11.9%
CPM	$4.14	$4.19	+1.3%	$4.19	+1.2%
Viewability	60.7%	68.9%	+13.6%	70.1%	+15.6%

Daily Performance Trends

📍 TILE1 (PAID ONLY) > ALL > ALL > ALL > ALL [ALL]

Metric	Control	Variant	Variant Lift %	Variant2	Variant2 Lift %
Impressions	16,347,173	15,354,915	-6.1%	15,511,261	-5.1%
Clicks	7,168	7,741	+8.0%	7,960	+11.0%
CTR	0.044%	0.050%	+15.0%	0.051%	+17.0%
Revenue	$35,026	$33,227	-5.1%	$33,347	-4.8%
CPM	$2.14	$2.16	+1.0%	$2.15	+0.3%
Viewability	50.8%	52.4%	+3.0%	53.1%	+4.4%

Daily Performance Trends

📍 TILE2 > ALL > ALL > ALL > ALL [ALL]

TILE2 > ALL > ALL > ALL > ALL [ALL]

Placement: TILE2 > ALL > ALL > ALL > ALL [ALL]

Metric	Control	Variant	Variant Lift %	Variant2	Variant2 Lift %
Impressions	9,594,838	8,696,775	-9.4%	8,749,209	-8.8%
Clicks	3,708	3,818	+3.0%	3,835	+3.4%
CTR	0.039%	0.044%	+13.6%	0.044%	+13.4%
Revenue	$20,371	$18,498	-9.2%	$18,602	-8.7%
CPM	$2.12	$2.13	+0.2%	$2.13	+0.1%
Viewability	56.2%	60.6%	+7.7%	60.9%	+8.4%

Daily Performance Trends

📍 TILE3 > ALL > ALL > ALL > ALL [ALL]

$TILE3 > ALL > ALL > ALL > ALL [ALL]$

Placement: TILE3 > ALL > ALL > ALL > ALL [ALL]

Metric	Control	Variant	Variant Lift %	Variant2	Variant2 Lift %
Impressions	7,286,352	6,667,951	-8.5%	6,710,740	-7.9%
Clicks	2,466	2,772	+12.4%	2,893	+17.3%
CTR	0.034%	0.042%	+22.8%	0.043%	+27.4%
Revenue	$19,393	$17,980	-7.3%	$18,062	-6.9%
CPM	$2.66	$2.70	+1.3%	$2.69	+1.1%
Viewability	62.7%	67.3%	+7.3%	67.6%	+7.8%

Daily Performance Trends

Move.com Mortgage Analytics Team

Generated by Automated GAM Reporting System